The Echo isn’t guesswork. Every pick here comes from Hugo — our AI designed to spot viral trends at the source.

With over 15 years of experience driving international music campaigns for some of the world’s biggest labels and artists, Valentina Vistoli has mastered the art of breaking talent across borders.

We spoke with Valentina Vistoli about the shift from major-label structures to agile, independent strategies, why community will define the next wave of music marketing, how she leverages relationships without corporate backing, how she identifies and prioritizes global markets, and the performance signals she trusts most when shaping campaigns.

Q&A

Question 1: You’ve shifted from major-label executive roles at Sony / Ultra to working independently with artists. What’s the biggest operational or mindset change you had to make to continue being successful?
Answer: Honestly, the biggest change was learning to operate without the infrastructure that comes with a record label. When you’re independent, you need to be more agile, more creative with resources and a lot faster in decision-making. I’ve gone from managing big global teams to building customized teams for each project, people who fit the artist’s needs and personality. It’s a lot more entrepreneurial. I love that I can be closer to the creative process and shape strategies that feel truly artist-first, without all the layers of corporate approval. It’s challenging, but also incredibly rewarding.

Question 2: What do you foresee as the next big opportunity in music marketing (e.g. new formats, platforms, fan engagement models)?
Answer: I think the next wave is all about community and connection. The most powerful marketing now comes from artists who build genuine relationships with their fans, not just big audiences, but engaged ones. Direct-to-fan platforms and interactive experiences are changing how artists can connect. That’s why I’m also collaborating with Fankee, the first community-driven record label, which really embodies this shift. We’re moving away from chasing quick viral moments toward creating meaningful ones, where storytelling, authenticity and access take center stage. It’s less about reach and more about resonance.

Question 3: As an independent, how do you still access or build high-leverage relationships (in sync, media, playlist curators, brand partnerships)?
Answer: For me, it’s always been about maintaining real relationships, not just professional ones. After 15+ years in the industry, I’ve built a network of incredible people around the world and I make a point to stay connected, support their work and collaborate whenever possible. You don’t need a big company name to stay in those circles if you’re bringing value and integrity. I show up, share insights, connect people and keep the energy collaborative. When you do that consistently, opportunities naturally flow back.

Question 4: When building a global strategy from scratch, what’s the first thing you look for to decide which markets to prioritize?
Answer: I always start with the data, but I’m looking for stories, not just numbers. Where is the music naturally connecting? Which territories are showing early organic traction, on socials, streams, or even through fan-generated content? Then I pair that with local insight, understanding which markets have the right ecosystem, partners, or media appetite to help that spark grow. It’s about finding where the momentum feels real and doubling down there, rather than forcing something in a market just because it’s “important” on paper.

Question 5: How do you personally use performance data to adjust strategies, and what metrics do you find most indicative of true traction that benefits the artist and the label?
Answer: I’m obsessed with context, numbers only matter when you understand what’s behind them. I look at engagement more than volume: saves, repeat listens, playlist retention, social comments and how fans are talking about the music. Those are signs of genuine connection. I also pay attention to how local DSPs teams and media respond, when you start seeing organic editorial support or influencer adoption, that’s a real indicator something’s working. For me, true traction is when a song or an artist becomes part of the cultural conversation in a market, that’s when it goes beyond marketing and into meaning.

Connect with Valentina: https://www.linkedin.com/in/valentinavistoli/

Hugo’s waitlist is still open. Don’t miss out.

Developed by Parasition, Hugo is an AI platform built to spot breakout moments before they happen. Instead of relying on captions or hashtags, Hugo actually watches and listens to over 100,000 social media clips every day, detecting the earliest signs of viral trends in real time.

Using that data, Hugo pinpoints the tracks with real breakout potential, highlights the creative approaches that drive engagement, and helps teams time their campaigns for maximum impact.

Join the waitlist here: https://hugo.love/

California has passed a new law requiring tobacco-style health warnings on social media for users under 18. Platforms like Instagram, TikTok and Snapchat will have to show clear messages about the mental health risks of heavy use.

The warnings will appear when minors log in and after long sessions, aiming to raise awareness about how extended screen time can affect well-being. It’s one of the first laws of its kind and could shape future regulations elsewhere.

— #1. The Fate of Ophelia | Taylor Swift // 129 m weekly streams (NEW)

— #2. Opalite | Taylor Swift // 93 m weekly streams (NEW)

— #3. Elizabeth Taylor | Taylor Swift // 85 m weekly streams (NEW)

— #4. Father Figure | Taylor Swift // 77 m weekly streams (NEW)

— #5. Wood | Taylor Swift // 65 m weekly streams (NEW)

— #1. Taylor Swift // Pop

— #2. Bad Bunny // Latin trap

— #3. Drake // Pop

— #4. The Weeknd // Alternative R&B

— #5. Sabrina Carpenter // Pop

— #6. KPop Demon Hunters Cast // KPop

— #7. Justin Bieber // Pop

— #8. Billie Eilish // Alternative Pop

— #9. Arijit Singh // Playback Singer

— #10. Ariana Grande // Pop

Views: 76,000,000 | Likes: 16,000,000

This “He’s your dog, not your son” TikTok is the perfect mix of emotional pull, aesthetic perfection, and smart storytelling, and that’s why it’s soared past 70M views.

— #1. Curiosity that hooks. The opening shot of her sitting alone, paired with the teasing caption, makes viewers lean in. You have to stick around to see what’s coming.

— #2. Emotional payoff. When the audio drops and her dog appears dressed up like a little boy, it’s irresistibly cute. The contrast between the setup and the reveal makes the moment land even harder.

— #3. Aesthetic precision. The video is filmed in a chic, beautifully lit apartment with perfect angles. It feels polished and cinematic without losing authenticity.

— #4. Built-in trend familiarity. Her followers already know she posts adorable dog content, so they’re primed to anticipate (and share) the punchline.

— #5. Shareability factor. Between the clever caption, the cuteness overload, and the visual polish, it’s the kind of video people can’t resist sending to friends, and that’s exactly how it snowballed to tens of millions of views.

Are you lucky enough to be heading to ADE next week? If so, make sure to connect with Olle, the founder of Parasition and Hugo. He’ll be there to talk about the future of music marketing and give some of the very first introductions to Hugo.

In case you’re not familiar, Amsterdam Dance Event is one of the world’s leading electronic music conferences and festivals. It brings together artists, industry professionals and fans for panels, showcases and unforgettable parties across the city.

Book a coffee here: https://calendly.com/olle-parasition/meetup-at-ade-intro-hugo?month=2025-10

If a trend feels saturated but you still want to take advantage of it, try flipping the perspective and showing the moment from a different point of view. For example, if the trend usually shows a person dancing, film it from the perspective of their friend filming, someone watching from the side, or even a pet sitting nearby.

You’re not changing the sound or core idea, just the angle the viewer sees. This makes a familiar trend feel fresh and can catch people off guard, which boosts watch time. Pick a trend, then ask: “Whose eyes could this be seen through?” and shoot from that angle

— Independent agility is rising. Valentina Vistoli’s move from Sony and Ultra to working independently shows how lean, creative teams can now drive global impact. Her focus on community and meaningful engagement over corporate layers reflects a bigger industry shift.

— Hooks matter. Maui Wowie by Kid Cudi proves how picking a laid-back, addictive section of a track and pairing it with unexpected visuals (like hanging from traffic lights) can spark a clear, viral trend.

— Local sounds travel fast. Alleen by Lil Kleine highlights how a distinctive instrumental intro can anchor a national lip-sync trend. A sharp hook followed by a rap section gives creators an easy structure to build viral content.

— Vibe direction drives results. Heavy by Armin van Buuren & JOA shows how giving creators a clear emotional tone to hit leads to more cohesive, impactful videos. Caption, visuals and sound worked together to deliver a strong, unified message.

— Tip of the week: Flip the POV. Taking a saturated trend and filming it from a different perspective can instantly make it feel fresh. Shifting the viewer’s angle boosts curiosity and watch time.

— Meet Olle at ADE. If you’re heading to ADE (Amsterdam Dance Event) next week, you can meet Olle, the founder of Parasition and Hugo, to talk music marketing and get early intros to Hugo.

— Policy shifts keep shaping platforms. California’s new law introducing tobacco-style health warnings for minors on social media could signal a new regulatory era, impacting how platforms engage younger audiences.

Thanks for being here! And an even bigger thank you to Valentina Vistoli for an amazing interview. We really appreciate your fantastic insights.

The other content in this newsletter comes from our AI, Hugo. Check him out and join the waitlist at https://hugo.love/.